Scotiabank is asking investors to stop letting nagging doubts creep in with its latest campaign.
The bank’s hero spot, ‘Intrusive Thoughts,’ is set in a yoga studio. It features the instructor patting a stretching participant saying, “you should feel it right here, in your wallet,” as a “retirement clock” conspicuously ticks down.
The woman’s worries are allayed with help from a Scotiabank advisor, and together, they get started on a plan to help her reach her investment goals, highlighting Scotiabank’s Smart Investor platform.
“We know that amid money and financial stressors, many Canadians are worried about reaching their future financial goals,” says John Rocco, vice-president of global brand management at Scotiabank. “We want to help Canadians enjoy their today by helping them feel secure about tomorrow.”
Earlier this year, the bank evolved its ‘You’re Richer Than You Think’ platform by conceding that it’s difficult keeping up with the Joneses.
“All of our marketing – including ‘Intrusive Thoughts’ – ladders back up to our masterbrand platform,” says Laura Curtis Ferrera, the bank’s global CMO. “We’re committed to leading with empathy and prioritizing real, tailored advice for Canadians in a campaign that feels relatable and optimistic.”
The key insight is that yoga is a practice requiring focus, attention and calm, and that while it’s a place where one is meant to focus, it’s also a place where the mind can often be the most distracted, says Rethink group creative director Michelle Spivak.
“We liked the juxtaposition,” Spivak says.
The 360 campaign went live on digital channels in December and launched mass this month.
The bank’s AORs led the campaign, with Rethink on creative and PHD for media. In addition to the 30-second hero spot, there are 15-second cutdowns running across TV and radio. The campaign is supported with digital, social and DOOH creative in English and French.
